Recommended Reading

Crossing the chasm

by Geoffrey A. Moore; with a foreword by Regis McKenn

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Product Marketing Tools to Help You Have More Successful Product Launches

These tools in this section are primarily focused on product marketing which deals with marketing products to customers and prospects, and others. These tools will help you launch new products into the marketplace. Also included are tools more generally associated with product management, the process of analyzing status of existing products and developing new products. These tools are suitable for both B2B and B2C products.

To Access & Use Individual Tools Online...

Click the links below or in the the left hand column. You will need to be a member and logged in and if you're not already a member, you will need to register to access the tool. Click the Member Registration/Login link at the top right hand side of the page to register or log in.

The New Product Idea Screening Tool is a good aid in the screening process for rating new product ideas, to help you spot good ideas and drop poor ones early in the process to keep product development costs down and speed product concept development.

The Product Life-cycle (PLC) Assessment Tool is a tool that will help you quickly assess key characteristics of a product's life-cycle, which stage it is in, and produce marketing objectives and strategies for that stage.

Use this template to layout every aspect of your marketing program and activities for launching a new product. The template can be used for both business-to-business or business-to-consumer product launches.

This tool will help you plan your product launch plan and lay out each of the activities on a GANTT chart (calendar). The required tasks are laid out on the chart. Space is provided for adding additional activities. The tool helps you define project start dates, project duration in days, finish date, predecessor tasks, project owners and resources required.

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